Back in 2020, when the world was on lockdown, a then 25-year-old Ra'Shaad Samples wrote a note in his phone: I want to be one of the youngest head coaches in the country.
Samples had just been promoted to running backs coach at SMU, cementing his place as one of the youngest on-field coaches in the FBS. He appeared on the 247Sports 30Under30 list for the first time that year (on Tuesday, the 2024 edition of the 30Under30 nominees was released).
Looking back at that period of his career, Samples, now the 29-year-old assistant head coach and running backs coach at Oregon, said that note remains his north star, a reminder to become uncomfortable.
"When you look at your goals and what you're trying to accomplish: Are you trying to be comfortable or are you trying to get out of your comfort zone?" Samples said.
Football is comfortable for Samples.
His dad, Reginald Samples, is a legendary high school coach in Texas with over 300 wins to his name and two state championships, going back-to-back at Duncanville High the last two seasons. Ra'Shaad grew up using Lincoln High School and Skyline High School in Dallas as his daily bus stops. He was an elementary schooler in his dad's office while those like Brent Venables and Will Muschamp stopped through the school.
"Being around my dad was invaluable," Samples said. "I learned leadership. I unconsciously learned how to manage day to day watching him as a head coach."
But the defining moments of Samples' career have been anything but comfortable.
Samples didn't want to be a coach growing up. Yet when a series of concussions prematurely ended his career with Houston, Samples found himself in a dark place. At first, he thought he could continue playing, but eventually the Cougars medical staff disqualified him from football.
He wasn't sure what to do without playing the game. But that's when those like then Houston head coach Tom Herman and wide receivers coach Darrell Wyatt stepped in to help guide him through that difficult time. Eventually, Samples decided to be a student coach.
The hook came quickly. The challenge was different but the rush of coaching, the competitive challenge, felt the same.
"I fell in love with it quick," Samples said. "Learning the totality of the game conceptually brought out the whole competitive spirit I had while coaching."
Samples would rise quickly, too.
He went with Herman to Texas in 2018 as an off-field offensive assistant. Thanks to his people skills and DFW connections, Samples immediately established himself as a recruiting force. The next year, when colleges were allowed to hire a 10th on-field assistant, SMU head coach Sonny Dykes wisely brought Samples back to Dallas.
Samples helped SMU land multiple prospects previously considered out of reach for the program. He also helped running back Ulysses Bentley, who played quarterback in high school, emerge as a FWAA Freshman All-American. Samples even earned the title assistant head coach at 26. When Dykes took the TCU job, Samples was one of his first hires. TCU gave Samples a long-term contract and the title of assistant head coach.
Life was good.
He was in his mid-20s and a high-ranking member of a Power Five staff. He bought a house on the same street his parents lived in Dallas. TCU looked like it could be on the rise, too, a year ahead of a national title game berth. Samples even told his dad shortly after taking the job the Horned Frogs would reach the Big 12 title game the following year.
Things were comfortable. Then an opportunity popped up that was anything but: Join the Los Angeles Rams as running backs coach.
Samples had no NFL connections. He didn't play in the league. It wasn't the safe choice. But thinking about his goal – the thing he wrote on his phone just a few years ago – Samples knew he needed to go.
He'd earned a reputation as a great recruiter. But Samples wanted the reputation as a great coach in an industry where young coaches, particularly African-American coaches, find themselves boxed in as "recruiters," and not the total package.
"One of the downfalls of being young and charismatic as an African-American coach is you do get labeled a recruiter," Samples said. "Some of the things I was able to do besides that – I worked for Brian Johnson as a GA, GAed for Drew Mehringer, I had a freshman All-American who never played the position in my time at SMU – your achievements on the field can kind of fall by the wayside. I don't think it was a slap in the face to what I did. I was young, I was recruiting, and I think I was charismatic. I think that's the easiest thing to pay attention to. But I think going to the league just helped me grow as a coach. It was something I needed to focus on and leave the recruiting part aside. I thought it was pivotal to my development, my future and getting a chance to be a head coach."
So, Samples spent a year in the NFL and learned under Sean McVay. There are worse things a head coaching hopeful can do than spend a year in McVay's coaching tree shade. But Samples always wanted to be a college coach. His goals, remember?
He returned to college in 2023 to work with Kenny Dillingham at Arizona State. This offseason Dillingham's old boss, Dan Lanning, hired Samples as Oregon's running backs coach and assistant head coach. As a recruiter, Samples already gets credit for a commitment from Class of 2025 five-star wideout Dakorien Moore, who's Oregon's highest-rated commitment ever.
Samples laughs when thinking of the coach he was five years ago at 24. He got by on energy then, unaware of all the things he didn't know. And while Samples is still known for his recruiting – he's ranked as the No. 6 recruiter in the Big Ten for 2025 – he hopes his uncomfortable moments have led to people thinking of him as something more.
As for that goal he put down just a few years ago, it's closer than ever before.
"Does this move help you accomplish the goals you have written down?" Samples said. "If it doesn't then why are you doing it? Writing your goals down helps you put it in perspective."